Event Marketing Analysis: 4 P's and Event Marketing Strategies

This report delves into the core concepts of event marketing, focusing on the '4 P's' framework and its significance in creating successful events. It contrasts the traditional 4 P's of marketing with those specific to event management, highlighting the importance of 'place,' 'purpose,' and 'pride' in engaging audiences. The report emphasizes how 'place' extends beyond physical location to encompass the overall experience, while 'purpose' is crucial for attracting attendees. The report also discusses how 'promotion' in event marketing differs from the traditional approach, focusing on personal interactions. Furthermore, the report references academic sources to support the discussed marketing principles and strategies. The report provides an overview of how the 4 P's are used in marketing events, comparing them to traditional marketing strategies. The report is designed to provide a comprehensive overview for anyone studying event marketing.

Event Marketing

Event Marketing 1
The durability of 4 P’s over the time is arguably due because of the flexibility. The
traditional 4P’s are generally expanded to six P’s in the concepts like packaging, people,
positioning, process, performance and more. The P’s of event marketing comprises the
elements like purpose, place, pride and promotion. The sense of place for an event is not all
about geography or venue but about owning a space as own. In order to design an event, a
place is crafted for conversation, experiences, influence, information sharing. In the case of
traditional 4 P’s the place is stated to the product accessibility to the probable customers. Th
place ensures reliability of the products (Festa, et al. 2016).
The purpose is a significant criterion for appealing attendees and offering an
experience which echoes. It becomes quite significant to design the experience with the sense
of purpose tailored to each audience. On the other side, product in traditional 4 P’s comprises
design, variety, quality, packaging, features and positioning of the product.
The Pride in the event marketing 4 P’s is contagious and engage to the live
experiences of the audiences (Grohs, 2016). As compared to the traditional 4 P’s, Price states
how much a person is ready to pay for a product or service.
The promotion evolves more person to person approach and makes sure that the
reasons for what audience is participating are meet. On the other side, the promotion in the
case of traditional 4P’s, is the most evident ‘P’. It comprises sales promotions, advertising
and PR efforts.

Event Marketing 2
References
Festa, G., Cuomo, M. T., Metallo, G., & Festa, A. (2016). The (r) evolution of wine
marketing mix: From the 4Ps to the 4Es. Journal of Business Research, 69(5), 1550-
1555.
Grohs, R. (2016). Drivers of brand image improvement in sports-event
sponsorship. International Journal of Advertising, 35(3), 391-420.